Smalls
Facebook · Instagram · Messenger · Video
The ad
If you’re like me, you to want treat your cat like royalty. I recently put Smalls to the test and happy to report that they delivered on their promises of fresh ingredients, better health, and that all-important taste test.
Human-Grade Fresh Cat Food
Shop nowThe funnel behind it
Offer: Limited-Time Offer: 50% Off + Free Treats for Life
Funnel score
8-point CRO breakdown
How well the landing page behind the ad is built to convert, scored across 8 factors: offer, copy, speed, trust, mobile, message-match, CTA, and social proof.
This landing page excels at offer clarity with a prominent, repeated 50% discount plus free treats incentive, and builds trust through specific product claims (80%+ protein, no additives), customer testimonials with 5-star ratings, and a money-back guarantee. The headline is confident and the comparison table effectively differentiates Smalls from competitors. However, the page suffers from slow load performance (57/100 PageSpeed), and while the ad emphasizes "human-grade fresh cat food," the page's messaging focuses more on natural ingredients and health benefits rather than the premium "human-grade" positioning. Mobile optimization appears adequate but the overall speed issue could hurt conversion. Social proof is present but limited to one visible customer review in the screenshots provided.
What this funnel does right. Steal these.
- Offer clarity9/10
- Call to action8/10
- Trust signals8/10
- Headline8/10
- Mobile experience7/10
Full breakdown
Call to action
8/10Multiple prominent 'GET 50% OFF' buttons with high contrast (black background, white text) appear at least twice on the page with supporting guarantee copy.
- High-contrast black buttons with white text stand out clearly
- CTA repeated multiple times down the page for accessibility
- Accompanied by '100% Money-back guarantee' text below each button
- Button text says 'GET 50% OFF' rather than 'Shop now' from the ad brief
- No urgency language like 'Limited time' directly on the button itself
Page speed
6/10PageSpeed score of 57/100 converts to approximately 5.7 on the 0-10 scale, indicating slow load performance that could impact conversion rates.
- PageSpeed score of 57 indicates below-average performance
- Large hero image may be unoptimized
- Multiple image assets throughout page could slow load
Trust signals
8/10Page builds trust through specific product claims (80%+ protein, no additives, minimally processed), customer testimonial with 5-star rating, money-back guarantee, and detailed explanations of product benefits.
- 100% Money-back guarantee stated prominently
- Specific product claims with percentages (80%+ protein, ALWAYS human-grade, NEVER additives)
- Detailed explanation of why Smalls is better (hydration, processing method, protein content)
- Only one visible customer review across entire page
- No third-party certifications or awards mentioned
- No company background or founding story visible
Mobile experience
7/10Page appears mobile-responsive with stacked layout, readable text, and accessible buttons, though some elements could be optimized for smaller screens.
- Text is readable and properly sized for mobile
- CTA buttons are large and easily tappable
- Comparison table is visible and organized vertically
- Hero image may be oversized on mobile, pushing content down
- Multiple CTAs could create decision fatigue on small screens
Headline
8/10The headline 'Smalls is the obvious choice' is confident and benefit-driven, though somewhat generic.
- Clear, confident positioning statement
- Immediately followed by supporting copy about no preservatives or artificial flavors
- Paired with compelling hero image of kitten
- Doesn't emphasize 'human-grade' positioning mentioned in the ad
- Relies on assertion rather than specific benefit
Social proof
6/10Page includes one visible 5-star customer testimonial and a money-back guarantee, but limited to a single review in the visible sections.
- 5-star rating from Elizabeth C. with detailed testimonial about cat's improved health
- 100% Money-back guarantee mentioned twice on page
- Testimonial includes specific benefits (better breath, less frequent pooping)
- Only one customer review visible across all three page sections
- No mention of total number of customers or reviews
- No brand partnerships, certifications, or media mentions visible
Message match
6/10Ad emphasizes 'Human-Grade Fresh Cat Food' and taste/health benefits, but page focuses more on natural ingredients, no additives, and comparison to competitors rather than the human-grade positioning.
- Page confirms 'fresh food' positioning with steaming/frozen process description
- Addresses health benefits mentioned in ad (better digestion, hydration)
- Taste test claim supported by customer testimonial
- Ad's 'human-grade' claim not prominently featured on page
- Page emphasizes 'no preservatives/artificial flavors' but ad emphasizes 'human-grade'
- Comparison table focuses on vs. competitors rather than human-grade positioning
Offer clarity
9/10The offer is stated twice prominently: 'Limited-Time Offer: 50% Off + Free Treats for Life' at the top and repeated in the CTA buttons with a yellow badge.
- Offer appears in banner at top of page
- Repeated in multiple CTA buttons throughout page
- Yellow 'GET FREE TREATS FOR LIFE' badge creates visual emphasis
More ads from Smalls
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